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All Journal STRATEGIC EQIEN - JURNAL EKONOMI DAN BISNIS Al-Kharaj: Journal of Islamic Economic and Business Jurnal Ekonomi Efektif Journal of Trends Economics and Accounting Research Portofolio: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Eka Septiarini
Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Jenderal Achmad Yani, 40531, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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Analisis Pengaruh Digital Marketing Terhadap Brand Awareness pada E-Commerce Eka Septiarini; Novi Susyani; Trisnia Manggiasih
Jurnal Ekonomi Efektif Vol 4, No 3 (2022): JURNAL EKONOMI EFEKTIF
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/JEE.v4i3.20117

Abstract

Penelitian bertujuan untuk mengetahui ada pengaruh pemasaran digital (digital marketing terhadap brand awarness, adapun variabel nya independen nya yaitu , Shopee (X1), Tokopedia (X2) Bukalapak (X3) Lazada (X4) Blibli (X5) dan variabel dependen nya brand Awarness (Y). Penelitian ini menggunakan teknik analisis linear berganda. Untuk pengumpulan data peneliti menggunakan kuesioner secara online melalui google form. Hasil data yang diolah menunjukkan variabel digital marketing menggunakan Tokopedia (X2), memiliki pengaruh signifikan tertinggi  terhadap brand awarness, yaitu dengan nilai thitung 8.487 dan signifikasi 0.000 sehingga H1 diterima.
THE INFLUENCE OF UNIVERSITY BRAND IDENTIFICATION, POSITIVE ELECTRONIC WORD OF MOUTH (E-WOM) BEHAVIOR AND UNIVERSITY LIFE SATISFACTION ON STUDENTS' PSYCHOLOGICAL WELL-BEING Abdul Ahmad Hafidh; Eka Septiarini
Eqien - Jurnal Ekonomi dan Bisnis Vol 11 No 1 (2022): EQIEN- JURNAL EKONOMI DAN BISNIS
Publisher : Sekolah Tinggi Ilmu Ekonomi Dr Kh Ez Mutaqien

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (234.09 KB) | DOI: 10.34308/eqien.v11i1.776

Abstract

This study aimed to examine the relationship between University Brand Identification, Positive Electronic Word-of-Mouth (E-Wom) Behavior, and University Life Satisfaction and Students' Psychological Well-Being. This study use quantitative methodologies, namely statistical statistical systems, to assist in resolving previously identified research challenges. In this investigation, samples were collected from Cimahi City university students. University brand identification has a significant positive effect on positive E-wom behavior, University brand identification has a significant positive effect on student psychological well-being, and university life satisfaction has a significant positive effect on student psychological well-being.
Pengaruh Kualitas Produk Activewear terhadap Kepuasan Pelanggan dengan Kualitas Pelayanan Elektronik (E-servqual) sebagai Variabel Mediasi Eka Septiarini
Portofolio: Jurnal Ekonomi, Bisnis, Manajemen, dan Akuntansi Vol 19 No 1 (2022): Portofolio: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Jenderal Achmad Yani

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (342.627 KB) | DOI: 10.26874/portofolio.v19i1.242

Abstract

Abstract The objective of this research is to assign the effect of activewear’s product quality on customer satisfaction through electronic service quality (e-servqual) customer as a mediating variable. A non-probability sampling technique using a purposive sampling has been choosen. The questionnaires are distributed to 100 generation Z who born in 1995-2015. The data were figured using Partial Least Square in Smart PLS 3.0 software. The outcome shows that the activewear product quality 47% affect the customer satisfaction, electronic service quality (e-servqual) 41,5% affect customer satisfaction and product quality 62,3% affect e-servqual. However effect of activewear service quality on customer satisfaction through electronic service quality (e-servqual) customer as a mediating variable is 25,9%. Abstrak Penelitian ini bertujuan untuk menguji pengaruh kualitas produk activewear terhadap kepuasan pelanggan dengan kualitas pelayanan elektronik (e-servqual) sebagai variabel mediasi. Metode sampling yang digunakan adalah nonprobability sampling dengan teknik purposive sampling. Metode pengumpulan data pada penelitian ini menggunakan kuesioner yang disebarkan kepada 100 orang responden generasi Z (kelahiran tahun 1995-2010). Analisis data dilakukan dengan menggunakan Partial Least Square dalam software Smart-PLS 3.0. Hasil dari penelitian ini menunjukkan kualitas produk mempengaruhi kepuasan pelanggan sebesar 47%, kualitas pelayanan elektronik (e-servqual) mempengaruhi kepuasan pelanggan 41,5%, kualitas produk mempengaruhi kualitas pelayanan elektronik (e-servqual) 62,3% dan e-servqual memediasi variabel kualitas produk terhadap kepuasan pelanggan sebesar 25,9%.
Brand Storytelling dan Purchase Decision Sepatu Olahraga yang Dimediasi Customer Brand Engagement di Bandung Raya Eka Septiarini
Strategic : Jurnal Pendidikan Manajemen Bisnis Vol 23, No 1 (2023): STRATEGIC
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/strategic.v23i1.57757

Abstract

Many companies have implemented social media in terms of product promotion. Ease and efficiency are the fundamental reasons why social media, such as Instagram and TikTok, are the main platforms for product marketing. One way to promote using social media is to make a brand storytelling video to introduce the product offered, in this case, sports shoes. This study aimed to determine the relationship between customer brand engagement and purchasing decisions for sports shoes, especially in Greater Bandung. The method used in this study is descriptive and associative, in which the survey is distributed to respondents who live in Greater Bandung. The analysis results using descriptive and associative quantitative methods show that two independent variables, namely Brand Storytelling (BS) and Customer Brand Engagement (CBE), significantly influence purchasing decisions (PD) for sports shoe products, both directly and when consumer brand engagement acts as a mediator on purchase decision.
Pengaruh Instagram Konten Marketing terhadap Purchase Intention Membership Fitness Center yang Dimediasi Brand Engagement Eka Septiarini; Ezra Karamang
Journal of Trends Economics and Accounting Research Vol 4 No 2 (2023): December 2023
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i2.1007

Abstract

Utilization of content marketing through social media Instagram as a marketing strategy to create and distribute unique, interesting, understandable content to engage the audience. The reasons why a brand decides to produce content marketing is to increase brand awareness, consumer intention towards products/services, turn audiences into potential consumers, increase brand image, customer engagement, website traffic and direct sales. Digital marketing is in demand by the sports industry because fitness center, gym memberships, online fitness and fitness applications are expected to increase by 171.75% in 2028. This phenomenon is a stimulus for the sports industry sector to utilize digital marketing strategies. This is increasingly being implemented by fitness center in Bandung, because since the pandemic and the PPKM period, all activities in the fitness center have been restricted and have had an impact on a significant decrease in the number of members and turnover. This research is expected to provide information for fitness regarding purchase intention and brand engagement via Instagram to support the sustainability of their business. The research was conducted using quantitative methods on 110 respondents using a Likert scale questionnaire and analyzed using Structural Equation Modeling. The results indicated that content marketing had a 71,4% significant effect on brand engagement, and had no significant effect on purchase intention. However, brand engagement had a 73% significant effect on purchase intention and brand engagement 52,1% a mediated content marketing on purchase intention for fitness center services.
The Influence of Green Knowledge on Purchase Intention Mediated by Green Lifestyle for Tumbler Products Among Generation Z in Bandung Nadia Nurul Saadah; Eka Septiarini
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countrie
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.11390

Abstract

The escalation of plastic waste in Indonesia, particularly in Bandung, indicates that the reliance on single use plastics continues to pose an environmental challenge that requires intervention. A potential measure to mitigate this issue is the utilization of reusable tumblers instead of single-use drinking vessels. Nonetheless, the adoption of reusable tumblers within an environmentally conscious lifestyle remains limited among Generation Z. This study aims to examine the influence of green knowledge on purchase intention mediated by green lifestyle, concerning reusable tumblers among Generation Z in Bandung. This research utilized a quantitative approach with a sample of 121 participants chosen through purposive sampling. The information for this research was gathered via an online survey disseminated through Google Forms, and it was determined to be both valid and reliable. Furthermore the data satisfied the traditional assumption evaluations necessary for hypothesis testing in this research, which included simple regression analysis, multiple regression analysis, and the Sobel test. The examination was performed using SPSS version 26. The findings demonstrate that green knowledge positively and significantly influences green lifestyle, green knowledge also positively and significantly influences purchase intention, furthermore, green lifestyle positively and significantly impacts purchase intention, and green lifestyle mediates the effect of green knowledge on purchase intention.
The Effect of Perceived Value and Team Identification on the Repeat Purchase of Persib Official Jersey Mediated By Bobotoh's Attitude in the City of Bandung Ahmad Nizar Sadili; Eka Septiarini
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): Vol. 8 No. 2 (2026): All articles in this issue include authors from 3 countrie
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.11633

Abstract

The ever-increasing growth of the football club merchandise market shows that official merchandise has become an important part of the sports industry. However, even though Persib Bandung has a large and loyal supporter base, sales of Persib Official Jersey in the 2024/2025 season have decreased by around 20% due to the rampant circulation of pirated jerseys. This condition shows that there is a gap between Bobotoh's emotional attachment to the club and the behavior of buying official products. This study aims to analyze the influence of Perceived Value and Team Identification on Repeat Purchase by placing Attitude Bobotoh as a mediating variable. Quantitative methods were applied as an approach in this study. This study involved 138 respondents as a research sample. Respondents were selected based on the purposive sampling method included in the non-probability sampling technique. At the same time, data were obtained through the use of questionnaires that met the criteria of validity and realism and passed the classical assumption test. Furthermore, hypothesis testing was analyzed through multiple regression and sobel test using SPSS version 22. The results show that Perceived Value and Team Identification have a positive and significant influence on Bobotoh's Attitude. Perceived Value and Team Identification positively and significantly influence Repeat Purchase. In addition, Bobotoh's Attitude can mediate the influence of Perceived Value and Team Identification on Repeat Purchases.
Co-Authors Abdul Ahmad Hafidh Ahmad Nizar Sadili Karamang, Ezra Nadia Nurul Saadah Novi Susyani Trisnia Manggiasih